The Rise and Fall of Rolex — Why America Is Turning Away From Rolex Watches (2026)

Описание: The Rise and Fall of Rolex — Why America Is Turning Away From Rolex Watches (2026)

Rolex has been a definition of success for decades - a symbol worn by CEOs, athletes, movie stars, and anyone who wanted the world to know they’d made it. In the early 2000s, Rolex was selling more than 800,000 watches a year globally, with waiting lists stretching 18 months or longer for the hottest models. But in 2025, something seismic is happening: America - once the biggest market for Rolex - is beginning to turn away.

What built Rolex is now challenging it. Inflation‑adjusted prices climbed relentlessly - a Submariner that cost around 2,500 dollars in the nineties now carries a retail tag well over 10,000 dollars. The result? New buyers are priced out, and even dedicated collectors are questioning the value. Younger shoppers, in particular, are leaning toward independent watchmakers, tech‑enabled timepieces, and brands that feel more authentic or futuristic.

Meanwhile, resale figures - once bulletproof have cooled. Where Rolex once held or increased value consistently, many models are now showing flat or even declining prices on the secondary market. That erodes the investment appeal that drove so many purchases in the first place. Today, we’ll unpack the rise, the peak, and the emerging decline of Rolex in America - and why the crown may not rule in the same way again. Let’s get right into it.